Showcase

FBME Bank Websites and eCRM

URL : http://www.fbme.com
3rd URL : http://www.fbme.co.tz
Launched : May 2004
Technology: CMS - Driven Website ,  eCRM Application
Industry: Banking, Insurance & Finance

International Banking Unit Deploys Dynamic Works EasyConsole Web Content Management and EasyConsole Customer Relationship Management Systems
An International Banking Unit (IBU) needed to follow through more aggressively in its corporate direction of securing greater competitive differentiation through more effective "Know Your Customer" communications. This value-added strength had always been acknowledged by the IBU's customer base and this was backed up by customer feedback, however, the IBU wanted to go much further in providing more effective communications vehicles and improved customer service to its existing and prospective clients. The bank wanted to go beyond traditional borders and so decided to improve in three strategic areas: bring to the world a more progressive personality and global image, improve bank-to-customer communications via a new corporate website, and implement a leading edge customer and partner-centric relationship management system - a customer and partner relationship management system (CRM) to be precise.

The IBU's old website had outlived its usefulness. The bank's website represents one of its most critical customer touchpoints. A new design was required, new banking services and products needed to be added, and new interactive bank-to-customer communications vehicles needed to be employed within the website to bring both bank and customer closer together. In addition, it was critical for the bank to be able to affect changes to its website in real-time,  therefore an in-house content management system was needed. If changes were required for the bank’s other international branches, translations into other foreign languages could also be implemented as soon as the translated versions were ready for website publication.  Management and monitoring of website statistics would also need to be compiled in a meaningful way for marketing and business development analysis.

Going the extra mile for its customer

The bank also wanted a sophisticated CRM in place - an integrated, application that would merge analytical and operational customer and bank information to drive intelligent, effective, and personalised interactions with customers on any customer touchpoint.

The challenges were many and the time-scale was limited - 4 months.

• Challenge 1 : Communicate the bank's vision - the ability to create a viewing environment that could translate into a pleasing, inviting forum for quick dissemination of information to the bank's clients and partners was paramount.
  
• Challenge 2 : The need for a corporate website design that would project the bank's progressive personality and global image and promote brand, service and bank awareness.
  
• Challenge 3 : The ability to incorporate a flexible, easy-to-use yet powerful content management system in-house to control and effect immediate website modifications and provide statistical information in real-time.
  
• Challenge 4 : The creation of a customer relationship management (CRM) application specific to the IBU's vertical and daily business needs and one that could be integrated with the new corporate website.
  
• Challenge 5 : Deliver the above on budget and on time.

Following a detailed and intense screening process involving web designers, web developers and CRM suppliers, the IBU elected to employ a one-stop-shop solution through Dynamic Works of Cyprus. Dynamic Works worked principally side-by-side with the bank's Projects Management and IT departments to properly ensure that all five challenges met required specifications - specifications that also intimately touched various departments within the bank such as customer service, operations, legal, compliance, human resources, and business development.  The project was a true cross-corporate affair.

A new website design was created and accepted unanimously by the bank's entire management team. New service and product information was incorporated.  New online application capabilities and customer feedback communications features were added. Sophisticated monitoring and statistical gathering tools were employed and the benefits were enjoyed immediately. Content changes to the website required following its launch were made within minutes instead of days and sometimes weeks - a great marketing advantage.

Benefits of the newly implemented EasyConsole eCRM were manifold. A single, integrated and customised view of each customer across all touchpoints (website, email, SMS, telephone, Internet) was fully and immediately realised.  EasyConsole eCRM enabled the bank to penetrate deep into the behavioural business character of its current clients and partners by employing powerful analytics to effectively satisfy and respond to their current and future needs and to make effective business decisions. EasyConsole eCRM is now being used by the bank to gauge the ideal timing for new service introduction and drive increased customer satisfaction in the customer service centre and generate incremental revenue with intelligent service cross-sell and up-sell at the point of service.

The bank's expectations were met and exceeded, on time and on budget. In fact, in many cases during development, Dynamic Works went beyond specification. The power of EasyConsole eCRM is still being explored and the bank has every intention of pushing this application to further its drive to improve its bank-to-customer relationships and Know-Your-Customer (KYC) policy. The bank is in the process of distributing its new CRM capabilities across all its branches globally. Dynamic Works provided the first onsite EasyConsole eCRM "Train-the-Trainer" session and the bank is now currently preparing to schedule training for all its staff in the rest of its locations.

The project was and is a resounding success. The bank has achieved market differentiation.  In the process and through EasyConsole eCRM it has managed to integrate the customer service centre into its enterprise-wide customer relationship management strategy. Although at the beginning stages, the bank understands and appreciates that will be able to create more valuable customer interactions by empowering its people to truly know their customers and build lasting relationships.